California Milk Advisory Board has been running a national advertising campaign on television. The ad features "happy cows" and carries the tagline "Great cheese comes from happy cows. Happy cows come from California." The board developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere. This is an example of ________ advertising.

Question

Quizplus · Accepted Answer

The advertising campaign is focused on promoting California milk in general and creating a positive image for the state's dairy industry rather than promoting a specific product or comparing it to competitors. This type of advertising is known as institutional advertising, which aims to promote a brand or industry as a whole.

California Milk Advisory Board Has Been Running a National Advertising